What's more, a failed expatriate hire can be a costly mistake and slow a firm's progress in the region, said Phil Johnston, a managing director at recruiter Spencer Stuart.

WSJ: Asia's Endangered Species: The Expat

However, rather than write for an established character, Moore and his script team Clare Spencer and Phil Johnston set about creating a fictional game in the 1980s' 8-bit universe, with an all-new cast.

BBC: How Wreck-It Ralph recruited Sonic, Pac-Man and Bowser

"We regularly identify apps that our owners rely on as part of their everyday life, and adapt them for an in-vehicle experience they'll find safe, useful and engaging, " said Phil Johnston, Product Manager for the BMW Group Apps Platform from the BMW Group Technology Office.

ENGADGET: BMW and Mini cars add iOS integration for Audible, Glympse, Rhapsody and TuneIn